You need to do more marketing. You need to do it the same way but you need to say different things.

I tried talking about how you should be putting yourself in the minds of your customer and trying to imagine what they’re thinking about, what they’re worrying about right now and addressing those concerns, all those desires that you think they might have.

What are they concerned about?

What are they worrying about?

Given the current situation, I thought that might help if I gave some marketing examples to illustrate.

This is something my clients do with me when we’re talking one-to-one. So if you’re not really for business coaching one-to-one, you should consider the marketing training. And if you want, you can send me your thoughts on what you might say on email or a message and I’ll give you some feedback.

Some marketing examples

This is me putting myself in the minds of my trades and builder coaching clients.

So you can address these concerns by talking about your precautions in your marketing and this is important.

Understand the difference between talking about your precautions in your marketing so you get the call and talking about it when somebody calls because if they decide not to call you didn’t get the chance to explain it.

So you do need to explain it in your marketing, on your website, in your advertising, etc.

2. Project trade – a builder of kitchens or bathrooms or fencing, you do larger projects.

Consumers are still thinking, ‘Is it safe?’. That’s going to stay the same but they’re also thinking, ‘Can I afford it?’, or ‘Is it prudent to be spending a large sum of money?’

Some of them won’t care. Some of them will be naturally concerned about the future of their job or their business and worrying about whether they should be spending money.

But they might also be thinking, ‘I’m sick of this house’, ‘I’m sick of this kitchen, bathroom, deck, garden’, etc.

They’ve been sitting at home or they’ve been looking at their place and there’s a desire to make the place nicer.

Everyone’s feeling it. I’m sure you’re feeling it so you could talk to that directly.

You could even be saying, ‘Now is a great time to invest in a kitchen, maybe you’re at home cooking more’.

Maybe even, ‘Have you been cooking more during lockdown?’ ‘Would it be more fun to cook in a brand-new kitchen?’

And you might address affordability issues by talking about financing or talking about how you guys are keeping competitive.

I’m not going to do a million examples here. I hope you’re getting the idea. Put yourself in the mind of your customers, specifically.

If you want some feedback from me, tell me who your customers are, tell me what you do and I’ll have an email exchange with you about what you might want to say in your marketing.

3. Subcontractors – If you work with builders, they might be worried about coming under price pressure from their customers. They might also be worried that work might dry up. That’s not happening here in Australia right now but it might.

So think and talk about how you could be useful to them and how working with you helps keep their projects on track, on-time, on-budget, and keeps customers happy.

You want to resist the price pressure coming onto you as much as you can and remind them how good it is working with you and how you protect them from a negative fall out on a job.

Remember you will actually be talking here because you do relationship marketing, so you’ll be talking to a person. You might be emailing, or calling or having a chat.

I hope that helped. Get out there. Make more phone calls, place more ads, spend money.

Remember, marketing is a numbers game.

Never forget that. People need to hear your message in order to be able to consider it so get your message out there and those who do that will win.

This is part of my marketing obviously, so buy my stuff.

I do business coaching one-on-one and in a group environment and the way to decide whether you want to do that is to book a 10-minute chat with me and we’ll talk it through. We have a process we go through.

And if you’re not ready for that, there’s the marketing training. It’s video training and it’s $50 a month for as long as you want.

Click here to book a10-minute chat with Jon.

We have been working with Jon for 6 months now. He has helped record the best period of growth for a very long time. Our confidence as a business and in our business has grown as well. We are well in our way to achieving become of our goals ahead of time. The education of my staff has helped them become more efficient and in more confident in their roles, especially the back office operations. They tell me what to do now instead of the other way round. I did something recently that I've not done before, I went on a break and handed over one of the jobs to my lead tradie. I couldn't have done that before. Thanks to small fish and their philosophy.

Jon and i have worked together for the last year, if it wasn't for him my business wouldn't be still trading.
He has helped in so many ways, not just mentoring, finance and generally growing up in the business, about how my business and business in general works.
His contacts and sometimes tough love is what all we need to succeed. His compassion and real commitment to your busiest is a wonderful assets to have.

Fileman have been dealing with Small Fish over the past twelve months to build email marketing campaigns for lead generation. Small Fish have been a great resource for crafting our content, coordinating the logistics of each send and managing our databases so that we can focus on generating sales. We found Small Fish easy to deal with and Jon was always able to provide the right advice for our campaigns. I would recommend Small Fish to people who need expertise in any aspects of email marketing.

Absolutely brilliant! Good business coaching is essential for all business owners, and Jon is a vibrant, professional and extremely effective coach. I have used Jon Dale myself personally for business coaching, and he has also coached many of my accounting clients with great success. Highly recommend Jon Dale and Small Fish Business Coaching.